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Bing Retires Sidebar Text Ads on Desktop Search Results

Bing Ads - Hero

Sidebar text ads is retiring starting in the US market and will show only at the top and bottom of Bing search results pages.

Starting on March 26, Bing has stop showing sidebar text ads in the US on desktop search engine results page (SERP). International markets will follow “at a later time”.

Bing concluded that excluding sidebar text ads from the search results pages leads to an overall click gain for Mainline Text Ads and Product Ads with “an immaterial impressions impact”. However, advertisers are advised to closely monitor their campaigns to understand the impact on their impressions share and clicks for “next few weeks”.

“As part of the constant evolution of the Bing search engine results page (SERP) to provide more value for our users and our advertisers we are regularly evaluating performance and quality of our ads, including ad position on the SERPs. In keeping with this commitment, we have decided to remove sidebar text ads on our Bing inventory in the United States on March 26th, with international markets testing to follow at a later time,” bing stated.

Furthermore, Bing said it also would be increasing ad coverage with richer ad formats with the addition of an extra ad spot at the bottom of the search results, which may lead to show as many as four text ads below the organic search results page (SERP).

Here is an screen shot showing Bing Sidebare Text Ads:

Bing Ads: Sidebar Text Ads on SERP

Bing also notes, that Shopping ads (or Product Ads) will continue to be served in the sidebar in some search results.

These change only affects Bing search results (SERP) and does not apply to syndication partners, including; AOL and Yahoo.

Bing has begun of removing text ads in the sidebar on desktop in the US markets on March 26.

Here is a recap of changes rolling out today:

  • Text Ads will no longer be served on the sidebar, while Product Ads will continue to be served on the sidebar.
  • Bottom of the page (BOP) ads increase from 3 ads to 4 ads. Moreover, BOP ads allow for richer ad formats, which sidebar ads didn’t.
  • This change applies to the Bing SERP only. No impact for syndication partners including Yahoo and AOL.
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